Examinando por Materia "Estrategias de mercadeo"

Mostrando 1 - 12 de 12
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    Análisis introspectivo de la táctica y la estrategia en mercadeo
    (Universidad EAFIT, 1990) Urrego, Jairo; Universidad EAFIT
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    Dime qué marca usas y te diré quién eres : cosificación de los tweens por el marketing de marca
    (Universidad EAFIT, 2009) Arévalo Silva, Erika; Uribe Correa, Beatriz
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    Diseño de plan estratégico de mercadeo para posicionar a la Clínica Especializada La Concepción S.A.S como una institución prestadora de servicios de salud de alta complejidad
    (Universidad EAFIT, 2023) Ruiz Serna, Ornella Rosa; Vélez Londoño, Natalia; Uribe de Correa, Beatriz Amparo
    The La Concepción Specialized Clinic is a healthcare institution that provides specialized services to patients with moderate and high-complexity needs. Its goal is to offer solutions to the medical needs of users in the region that primary and low-complexity health centers cannot cover, through medical specialties, equipment, and treatments that improve their quality of life. This study was conducted using the Marketing Strategic Plan methodology defined by EAFIT University, which consists of three stages. The first stage included the problem, the company's presentation and objectives, a conceptual framework, and methodology. In the second stage, a situation analysis was carried out, including the internal and external environment and market analysis. In the third stage, strategic objectives, strategies outlined from the marketing mix, tactics, budget, and follow-up were formulated. Finally, the strengthening of the after-sales service and the design of internal strategies with employees were recommended.
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    Estrategias de mercadeo para el fortalecimiento y crecimiento sostenible de Floretto : un análisis integral del Café & Brunch en Medellín
    (Universidad EAFIT, 2024) Alfonso Mazuera, Diana Michael; Henríquez Díaz, Ángela María
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    Estrategias de promoción de representantes de la industria farmacéutica frente al sistema MIPRES en Colombia
    (Universidad Eafit, 2020) Arias López, Carlos Javier; Ceballos Rebellón, Iván Francisco; Molina Muñoz, Yaromir de Jesús; Baena Alzate, Jorge Mario
    This work consists of the identification and characterization of marketing strategies, specific to promotion, through the sales representatives of different national and multinational pharmaceutical companies that respond to the new price regulation (2018) and the introduction of the MIPRES system (2016) in Colombia. The study is descriptive and qualitative in nature. Semi-structured interviews were repeated with 13 representatives of pharmaceutical laboratories and key actors in the health system. With the implementation of MIPRES, changes were generated for the different actors of the health system regarding access to medicines. This results in a shift in the strategies of pharmaceutical companies to not only promote sales of their products, but to generate a value proposition for the different actors in the health system. The promotional speech went from emphasizing the benefits of the drug to include topics such as Pharmacoeconomics, challenge, safety, access opportunity, likewise, the target audience expanded from medical prescribers to include other decision makers within the EPS as IPS.
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    Estrategias para grandes cadenas distribuidoras de marcas propias : sector de alimentos
    (Universidad EAFIT, 2009) Ferrer Serna, Isabel Cristina; Velásquez Giraldo, Luz Esneida
    This paper is an investigation project that seeks to propose positioning strategies regarding quality and price of standard food private labels for three of the most important chain stores in Colombia, with the purpose of increasing market share of this type of products. The strategies that will be presented are the result of an investigation about standard food private label consumer behavior carried out in four of the main cities of Colombia: Medellín, Cali, Bogotá and Barranquilla. Moreover, the current strategies of chain stores to achieve positioning of this products obtained from personal interviews with chain stores employees and point of purchase observations, will be taken into account.
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    Plan de mercadeo Centro Cultural Colombo Americano
    (Universidad EAFIT, 2022) Villegas Lozano, Camilo Andrés; Henríquez Diaz, Angela María
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    Plan de mercadeo Clínica Odontológica AAA
    (Universidad EAFIT, 2021) Arboleda Gutiérrez, Lina Marcela; Roldán Yepes, Raquel
    Amparo Aguirre Arenas Dental Clinic is a company that specializes in smile design and other dental services, seeking to offer its patients personalized solutions for their dental needs through treatments that improve the aesthetics of their teeth and smile. This work was carried out under the marketing plan methodology defined by EAFIT University, which consists of three stages: the first stage introduces the presentation of the company and its strategic orientation, an analysis of the situation (internal and external environment) and a market analysis. The second stage presents the objectives, strategies and tactics, as well as the required market research that was carried out. The third stage includes a schedule of activities and instruments drawn up to control and follow up this marketing plan. Among the recommended strategies to be implemented were: first, the design of the brand's DNA as the main axis and starting point for any marketing strategy. Second, the implementation of an integrated communications strategy. Third, the strengthening of the current digital marketing strategy through the creation of a landig page, as well as positioning the brand in social networks. Finally, a recommendation to strengthen the after-sales service process and to design the sales force profile.
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    Plan de mercadeo Fuego Alto cocina relacional
    (Universidad EAFIT, 2024) Botero Giraldo, Juan David; Congolino Solarte, Laura Alejandra; Henríquez Díaz, Ángela María
    This marketing plan was developed for the family-owned company Fuego Alto, located in the city of Envigado, Antioquia, Colombia. The company specializes in corporate events with catering services and culinary workshops. The objective of this study is to strengthen the positioning of the culinary workshops within the company’s service portfolio so that they represent a greater percentage of total revenue within one year. The methodology employed in this plan was varied, combining quantitative research through customer surveys and qualitative research through in-depth interviews and event observation. From these methods, valuable insights were identified regarding areas requiring reinforcement to enhance the visibility of the workshops. Based on these findings, various strategies were proposed, encompassing different channels for the short and medium term, enabling the company to begin applying them and achieve the stated objective.
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    Plan de mercadeo para la empresa comercializadora de libros Happy Books
    (Universidad EAFIT, 2022) Vargas Vargas, Edilberto; Roldán Yepes, Raquel
    The commercialization of printed books in electronic commerce channels has presented significant growth in recent years as a result of two main factors. First, a greater literary offer that responds to the need that people have to further develop their cultural level. Second, the entertainment and education that printed books generated for families in times of COVID-19 confinement. Part of the growth in sales channels is due to the editorial, commercial and logistics development that participating companies in this sector have had. For this reason, it is of great importance that small and mid-size enterprises (SMEs) dedicated to this business in Colombia develop marketing plans that allow them to define the objectives set prior to an analysis of the market and to establish tactics and strategies aimed to generate traffic, increasing sales and retaining customers in their websites. To solve these actions, this document proposes to carry out a marketing plan for the company Happy Books in order to position its brand in the electronic book market commerce platforms in Colombia under a structured work model by EAFIT University. This model starts with a situational analysis and ends in the definition of objectives, strategies and tactics that lead to the definition of actions and means of control through management indicators. As a result, this document will deliver to the company a structured plan that allows it to follow defined strategies and thus be able to achieve the improvement of its sales and the positioning of its brand.
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    Plan de mercadeo para Neroli S.A.S
    (Universidad EAFIT, 2022) Quintero Castaño, Laura Victoria; Ríos Molina, Carolina